Did you know that Back-to-College ranks as the #2 seasonal spending event? At $48.5B, BTC spending is almost 2x that of BTS ($27.3B), and is trumped only by Winter Holiday spending1.
As if that wasn’t surprising enough, here’s another shocking fact about Back-to-College: brands are missing-out on 80% of BTC shoppers.
How is that possible?
Most brands focus 100% of marketing efforts on the “ideal” BTC customer: college students (and parents) seeking BTC fundamentals – like dorm/apartment furnishings and décor. For the majority, these customers are young students who are starting their college career – i.e. freshman under 21 years of age.
But freshman who are under 21 only represent 20% of college students, and less than 17% of the BTC audience2: Of the 19.1M BTC students:
So what should marketers do to make the most of their BTC budget this year? Reach the undervalued and underserved audience: Adult Students.
Although Adult Students may not be in-market for items to decorate their dorm rooms, they’ll spend big across other major BTC categories – like electronics & computer equipment and school supplies.
Check out our School Season eBook, “Don’t Get Schooled: Study These Strategies for Back-to-School Success” to learn more about your new Adult Student segment and how to best reach them.
1 NRF; Annual Back-to-College survey conducted by Prosper Insights and Analytics; Aug 2016 2 US Census; School Enrollment per National Current Population Survey; Oct 2015
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.